Dollar figures shift with auction competition and the time of year. Ratios like ROAS, CTR, and conversion rate stay steadier, so they're better for planning.
Industry benchmarks
Marketing benchmarks for small and mid-sized businesses
Realistic ranges for the numbers clients ask us about most: CPC, CTR, conversion rate, CPL, and ROAS on Google Ads, Meta Ads, and SEO. Use them for planning. They aren't a promise.
Before you read these figures: these are rough, combined ranges based on what we typically see plus published industry data. Your own results will depend on your tracking, your offer, your creative, and your market.
Google Ads (Search and Shopping)
USD and ratios| What we measured | Online stores | Service businesses / lead gen | More detail |
|---|---|---|---|
| CPC (cost per click) | Goes up for high-intent B2B and finance keywords | ||
| CTR (click-through rate) | 2%–6% | 3%–8% | Shopping CTR tends to run higher on branded searches |
| Conversion rate on landing pages | 1.5%–4% | 2%–8% | Lead forms usually convert better than checkouts |
| CPL (cost per lead) | Changes a lot by industry and location | ||
| ROAS target for ecommerce | 3 to 6 times spend | — | Only profitable once you're above your break-even ROAS |
Meta Ads (Facebook and Instagram)
USD and ratios| What we measured | Online stores | Service businesses / lead gen | More detail |
|---|---|---|---|
| Cost per thousand impressions (CPM) | Varies a lot by country; lower in emerging markets than | ||
| CTR (click-through rate) | 0.8%–2.5% | 0.9%–2.5% | Depends almost completely on how good the creative is |
| CPC (cost per click) | Costs less than Google for broad, low-intent reach | ||
| CPL (cost per lead) | Leads from retargeting cost far less than cold audiences | ||
| Return on ad spend (ecommerce) | 2 to 5 times spend | — | Combined figure, including retargeting and catalog ads |
SEO and organic search
Ratios and timeframes| What we measured | Online stores | Service businesses / lead gen | More detail |
|---|---|---|---|
| How long before rankings start to move | Two to four months | Two to four months | Technical and content fixes tend to show up first |
| How long before organic traffic becomes meaningful | Four to nine months | Six to twelve months | Depends on how competitive the niche is and the domain's history |
| How often top-10 keywords turn into real traffic | 30%–60% | 30%–60% | Only counts for keywords with real buying intent |
| Conversion rate from organic traffic | 1%–3% | 2%–6% | Organic visitors often convert better than paid ones |
Using benchmarks the right way
A number on its own can mislead you. Here's what to keep in mind.
CPMs and CPCs here are well below levels, so the same budget reaches more people. Conversion rate and creative quality still decide whether it pays off.
Whether a ROAS is 'good' depends on your margins. Work out your break-even ROAS before you set targets, so decisions are based on profit and not on numbers that just look nice.
All of these benchmarks assume your tracking works. If conversions are under-counted, results look worse than they really are. That's why we sort out measurement before anything else.
Compare your own accounts
Find out how your numbers stack up, at no cost.
We'll review your tracking, ads, and SEO, show you how you compare with these benchmarks, and tell you what to fix first.